How Coca-Cola's AI Holiday Ad Went From Praise to Rage

System1, which tests emotional responses to ads, found an “overwhelmingly positive” consumer response to the AI-generated campaign, according to svp of partnerships Andrew Tindall. The ad received a perfect 5.9 score from System1 in both the U.S. and U.K.

But soon after, sentiment began to turn, and Coca-Cola this week found itself the latest brand subject to backlash for using AI. Critics claimed that AI sucked the warmth and joy out of a holiday classic, and represented a larger threat to the creative community.